Separate the delivery channel
Do not mix delivery orders with dining-room revenue when assessing seat utilisation. Delivery does not occupy a table but adds to the kitchen workload. Compare channels by average order value, order count, variable costs and contribution towards fixed costs. Use a consistent method for recording refunds.
Calculate the order contribution
Illustrative example: an order after discount is ₴600; ingredients cost ₴180, packaging ₴25, channel commission ₴120 and other variable costs ₴15. The contribution margin is ₴260. This is not yet net profit: fixed costs must still be covered. Assess in-house delivery using its actual cost structure.
Assess timing and refunds
Long waits or packing errors can lead to compensation and lost repeat orders. Track cancellations and refunds separately from total revenue. Do not attribute every problem to courier speed: delays may arise during order acceptance or preparation.
Test a promotion before scaling
Calculate the discounted order contribution and how many additional orders would offset the lower contribution. Run a limited test over a defined period, compare similar days and check kitchen capacity. Use POS or delivery systems for operational events and available aggregated metrics for restaurant analytics.